I think marketers will never admit that attribution is dying. There was always some mental gymnastics around grasping for attribution: "they clicked an ad last month once and made a purchase today, that counts!". Folks have careers and budgets based around attribution working as intended.
Yes, there are anecdotes about shutting off ad platform X and seeing Y revenue decline, but I highly doubt that decline == their calculated attribution amount.
IMO, attribution was always a pseudoscience used to grossly inflate the cost of online ad space.
Yes, there are anecdotes about shutting off ad platform X and seeing Y revenue decline, but I highly doubt that decline == their calculated attribution amount.
IMO, attribution was always a pseudoscience used to grossly inflate the cost of online ad space.